Project Overview

In this hands-on machine learning project, I predicted advertisement clicks using logistic regression and XGBoost algorithms. Working through a simulated consulting scenario for a hypothetical startup running a targeted Facebook marketing campaign, I analyzed customer behavior to predict which customers would click on advertisements.

Objective

Build predictive models to help optimize Facebook advertising campaigns by identifying customers most likely to click on ads, enabling more efficient ad spend allocation and improved ROI.

Technical Approach

• Performed exploratory data analysis and data visualization to understand customer behavior patterns
• Conducted feature engineering and data manipulation to prepare datasets for modeling
• Implemented Logistic Regression for binary classification of ad clicks
• Built XGBoost models for enhanced predictive performance
• Evaluated model performance using various metrics and comparison techniques
• Applied data cleansing techniques to ensure data quality

Key Skills Demonstrated

• Machine Learning & Applied Machine Learning
• Predictive Analytics & Predictive Modeling
• Marketing Analytics & Customer Analysis
• Python Programming & Scikit-Learn
• Data Visualization & Data Presentation
• Performance Analysis

Business Impact

The predictive models enable targeted advertising strategies, helping businesses optimize their digital advertising spend by focusing on customers most likely to engage. This data-driven approach improves campaign efficiency and maximizes return on advertising investment.

Project Overview

As part of my MBA Strategic Leadership & Management capstone course, our team developed a comprehensive business strategy for Beyond Meat to enter the quick-service restaurant (QSR) market. This mock consulting engagement addressed a significant market gap: the underserved vegan and health-conscious community seeking fast, accessible plant-based meal options.

The Problem

According to CDC data, over 40% of Americans are obese and 11% have high cholesterol. Roughly 45% of Americans aged 20-39 eat fast food daily, yet have little to no access to quick-service plant-based meals. Traditional fast food is unhealthy, and the market needed disruption.

Our Solution: Beyond Bites

We proposed "Beyond Bites" - a revolutionary quick-service restaurant concept that would bring plant-based eating to mainstream consumers through an accessible, scalable fast-food model. The concept serves burgers, salads, soups, and protein-packed bowls using Beyond Meat's proprietary products.

Strategic Analysis Conducted

• Market analysis identifying $90B+ projected plant-based market by 2030
• Competitive landscape assessment using Porter's Five Forces framework
• Consumer trend analysis examining flexitarian and health-conscious demographics
• Business model development with multi-channel revenue streams
• Financial forecasting projecting $15M Year 1, scaling to $57.5M by Year 3
• Risk assessment and mitigation strategies across market, financial, brand, and operational risks

Market Entry Strategy

• Flagship stores in high-traffic urban areas
• Pilot testing in airports, universities, and corporate campuses
• Celebrity and fitness brand endorsements
• Tech-enabled ordering and loyalty programs
• Retail integration with Beyond Meat product lines
• Franchising model for rapid scalability

Revenue Model

Developed multi-channel revenue strategy including QSR sales, franchising & licensing, retail integration, subscription meal kits, and digital ordering. Projected minimum 4% annual revenue growth through diversified income streams and international expansion opportunities.

Key Skills Demonstrated

• Strategic Planning & Business Development
• Market Research & Competitive Analysis
• Financial Modeling & Forecasting
• Risk Assessment & Mitigation
• Consumer Trend Analysis
• Go-to-Market Strategy Development
• Cross-Functional Team Leadership

Project Overview

Designed and developed a professional portfolio website for Alina Pimentel, a Latina actor, dancer, singer, and songwriter. The website serves as a comprehensive digital presence showcasing her theatrical performances, professional headshots, resume, and original music.

Client Background

Alina is a professional performer who has worked with Walt Disney World Entertainment, performed in multiple Broadway-style productions including Disney's Frozen at the Maltz Jupiter Theatre, 42nd Street at Osceola Arts Center, and various other theatrical productions. She needed a polished online platform to present her work to casting directors and industry professionals.

Design & Development

• Created a clean, elegant design that puts the focus on performance highlights and visual content
• Built responsive layouts optimized for both desktop and mobile viewing
• Implemented intuitive navigation for easy access to headshots, resume, and performance history
• Integrated multimedia elements to showcase theatrical work and songwriting
• Optimized site performance for fast loading times and smooth user experience
• Ensured professional presentation suitable for casting directors and industry contacts

Key Features

• Performance highlights section featuring recent work with Disney and regional theaters
• Professional headshots and downloadable resume
• About section with personal bio and career information
• Showcase of theatrical productions including Frozen, 42nd Street, Cats, and The Pajama Game
• Clean, professional aesthetic that reflects the performer's brand

Results

Delivered a polished, professional website that effectively showcases Alina's diverse talents and provides an accessible platform for industry professionals to review her work. The site serves as a comprehensive digital portfolio that enhances her professional presence in the competitive theater industry.